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8 Ways To Improve
Email Performance
During End-of-Year
November 8, 2023
Bloomerang Nonprofit Success Webinars
Noah Barrett, VP of Marketing at Feathr
Noah Barnett is a veteran nonprofit fundraising and marketing
professional. Currently, he serves as the VP of Marketing at
Feathr, the digital marketing platform built to help nonprofits
create more engaging digital experiences and expand their
impact.
Previously, Noah spent over a decade in nonprofit fundraising
and marketing leadership roles, most recently as the CMO at
Virtuous, and previously at CauseVox, World Help, HubSpot, and
The Adventure Project. He knows firsthand the challenges
nonprofits face and is passionate about equipping them with
the resources and insights they need to rally people around
their cause.
Bloomerang Nonprofit Success Webinars
Poll
Which answer describes your organization
best?
1. We plan to send more end-of-year emails
this year than we did last year.
2. We plan to send the same number of
end-of-year emails this year that we did
last year.
3. We plan to send fewer end-of-year emails
this year than we did last year.
Agenda
1.
2.
3.
4.
5.
6.
Bloomerang Nonprofit Success Webinars
What is your #1 goal for email
marketing this end-of-year?
**Share your comment with “Everyone” in the Zoom chat
S P A R K Q U E S T I O N
➔ Husband, #boydad
➔ Curious, builder,
conversationalist
➔ Outdoors, podcasts,
adventures
➔ Passion for social
impact & nonprofits
Ad

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8 Ways To Improve Email Performance During End-of-Year.pdf

  • 1. 8 Ways To Improve Email Performance During End-of-Year November 8, 2023 Bloomerang Nonprofit Success Webinars
  • 2. Noah Barrett, VP of Marketing at Feathr Noah Barnett is a veteran nonprofit fundraising and marketing professional. Currently, he serves as the VP of Marketing at Feathr, the digital marketing platform built to help nonprofits create more engaging digital experiences and expand their impact. Previously, Noah spent over a decade in nonprofit fundraising and marketing leadership roles, most recently as the CMO at Virtuous, and previously at CauseVox, World Help, HubSpot, and The Adventure Project. He knows firsthand the challenges nonprofits face and is passionate about equipping them with the resources and insights they need to rally people around their cause. Bloomerang Nonprofit Success Webinars
  • 3. Poll Which answer describes your organization best? 1. We plan to send more end-of-year emails this year than we did last year. 2. We plan to send the same number of end-of-year emails this year that we did last year. 3. We plan to send fewer end-of-year emails this year than we did last year.
  • 5. What is your #1 goal for email marketing this end-of-year? **Share your comment with “Everyone” in the Zoom chat S P A R K Q U E S T I O N
  • 6. ➔ Husband, #boydad ➔ Curious, builder, conversationalist ➔ Outdoors, podcasts, adventures ➔ Passion for social impact & nonprofits
  • 8. Feathr is trusted by over 1,500+ nonprofits V 2023.10
  • 9. S U P P O R T A W A R E N E S S I M P A C T Marketing is Mission Critical V 2023.10
  • 10. 8 Ways To Improve Email Performance During End-of-Year
  • 12. Attention is the most valuable currency in our connected economy. R E M I N D E R
  • 13. You’re in competition with everything else for attention. R E M I N D E R
  • 14. Ag en da The Benchmarks ➔ Email list sizes decreased by 2% in 2022, after 8% and 9% growth in 2 prior years ➔ Email revenue declined by 4% ➔ For every 1,000 fundraising messages sent, nonprofits raised $90 – a 15% decrease from 2021. ➔ Nonprofits sent an average of 60 email messages per subscriber in 2022, a 15% increase in volume and half the total ➔ The average response rate for fundraising email was 0.09%, an 18% decrease compared to ‘21 Source: M+R Benchmarks 2023
  • 15. The Benchmarks: Membership v Fundraising Email Rates Source: M+R Benchmarks 2023
  • 16. The ideal benchmark is always your own results. R E M I N D E R
  • 17. E M A I L P E R F O R M A N C E List Segmentation ➔ Involvement ➔ Interest ➔ Intent ➔ Context ➔ Consent ➔ Relevance Image by rawpixel.com on Freepik
  • 18. Relevance reinforces purposeful connections and builds trust. R E M I N D E R
  • 19. E M A I L P E R F O R M A N C E Key Success Metrics ➔ Delivery ➔ Engagement ➔ Click through ➔ Replies ➔ Conversions ➔ Revenue Awareness Engagement Conversion
  • 20. What you choose to measure directly impacts performance optimization. R E M I N D E R
  • 21. Revenue Per Email *** Direct CTA Higher efficiency Short-term Overall Revenue *** Multichannel Holistic results Longer feedback loop Email Revenue *** Integrated Better results Conversational Measurement Impact E X A M P L E Optimization requires clear constraints and accountability. Higher impact doesn’t mean best.
  • 22. E M A I L P E R F O R M A N C E Optimization Levers ➔ Design ➔ Sender name ➔ Subject line ➔ Content ➔ CTA ➔ Timing
  • 23. Swap formats ➔ Plain text vs. design ➔ One-off vs. series 1
  • 24. Examples sourced from Classy.org
  • 25. Mobile-first ensures your emails are optimized for all. R E M I N D E R
  • 26. Change up the sender 2
  • 27. E M A I L P E R F O R M A N C E Sender’s Name Experiments Considerations / variables: ➔ Organization vs. individual ➔ First name only ➔ Name & Organization
  • 29. Spruce up the subject line 3
  • 31. E M A I L P E R F O R M A N C E Supercharge your subject line ➔ Use active words ➔ Include #’s ➔ Keep it concise ➔ Add emojis 🚀 ➔ Be human ➔ Personalize
  • 32. Consider best practices as guides not dictators. R E M I N D E R
  • 33. Mix up the content 4
  • 34. E X A M P L E Content Optimizations ➔ Point of view ➔ Narrative vs informational ➔ Length ➔ Medium
  • 35. Swap out the CTA 5
  • 36. I D E A S Call-To-Action (CTA) ➔ Prioritize a single CTA, and repeat ➔ Test different CTA button copy (ex. “Join Us” or “Count me in!”) ➔ Add social proof near CTA (ex. 745 people said “yes” last week) ➔ Text links vs. button or designed CTAs ➔ Adjust placement within email
  • 38. Timing and frequency matter ➔ Vary send day / times ➔ Increase / decrease ➔ Dynamic timing 6
  • 39. Program Awareness Smart Send Send automated emails triggered by website behavior and/or intent signals with conversion tracking. Conversion Smart Send Email
  • 40. Donation Smart Send Send automated emails triggered by website behavior and/or intent signals with conversion tracking. Conversion Smart Send Email
  • 41. The right timing and frequency – always depends. R E M I N D E R
  • 42. Test, test, test ➔ Try things ➔ Pilot others ➔ Experiment, always 7
  • 43. Try *** Testing new things (lack controls) to learn and benchmark results for future pilots or experiments. Experiments *** Variable testing that includes a hold out or control group to determine if a specific test performs better. Pilot *** Organized tests of new things with clear hypothesis on expected results within a predetermined time frame. Three (3) Types of Tests E X A M P L E
  • 44. Most people will NOT 🤬 engage with your emails. R E M I N D E R
  • 45. Run multichannel, integrated campaigns ➔ Email + digital display ➔ Email + social media ➔ Email + ads + email 8
  • 46. Program Awareness Email Mapping Engagement Email Mapping Serve ads to segmented email lists like, volunteers, different types of donors, clients, or even your unsubscribers.
  • 47. Donation FB Email Mapping Engagement Facebook Email Mapping Serve Facebook and Instagram ads to segmented email lists like, volunteers, different types of donors, and even your unsubscribers.
  • 49. Take chances, make mistakes, get messy! R E M I N D E R
  • 50. Get your copy of our EOY toolkit. This comprehensive toolkit offers nonprofits a clear path to effective digital marketing for year-end fundraising. F R E E R E S O U R C E O F F E R feathr.co/year-end-toolkit
  • 51. Feathr helps your nonprofit run and report on integrated marketing campaigns that grow your community and unlock more impact. A U T O M A T I O N | E M A I L | A N A L Y T I C S
  • 52. See what Feathr can do for you. Digital advertising Reach your ideal audiences anywhere online with social and display ads. Email marketing Segment, organize, and activate your email list with email marketing automation. Analytics and reporting Get clear, powerful insights into your marketing efforts with simple metrics and reports. Grow membership Boost engagement Attract donors Expand audiences Increase attendance Improve communications feathr.co E X P L O R E F E A T H R ‘ S F E A T U R E S
  • 55. Personalize and automate your emails and follow-up in minutes. Automate your emails with time saving tools BUILD IMPACTFUL RELATIONSHIPS How we do it Start from a designed template, not from scratch Hitting writer’s block? We’ve got you! Use one of our templates to get you started when creating emails that will spark interest for your donors. Build and schedule your email communications We all know that Giving Season is a busy time. Create and schedule your emails in advance so you don’t miss a beat! Using our expansive set of pre-built templates, create, send, and automate personalized invitations with customization/personalization, and event follow-ups in minutes, not weeks.
  • 56. Report on Email Success EMAIL STRATEGY Use Bloomerang’s reporting and analytics tools to quickly share how your email performed. Save time, better allocate your resources, and prioritize and personalize your campaigns. With Bloomerang, you can easily see the metrics that will help you refine your fundraising efforts and grow your donor relationships. How we do it Track email success through reports With just a glance you can get an indication of the performance of an email. View from a top-level or take a deeper look with just a few clicks! Detailed reporting at your fingertips Our easy-to-use, filter-based reporting system allows you to click into a number of areas and see detailed reports so you can be sure who received your communications and how they interacted with it. Get detailed insights Dig into the email properties that may have affected your donors’ engagement. Save time to spend time Use the time you save to build deeper connections with your donors. Make sense of your data Get valuable insights with just a few clicks.
  • 57. Segment for Email Success EMAIL STRATEGY Use Bloomerang’s reporting and groups features to send the right message to the right donor every time. How we do it Filter-based segmentation via reports Our easy-to-use, filter-based reporting system allows you to segment your email list. With greater insights into segments, you can craft a more meaningful message and make a bigger impact. Groups as segments With our Groups feature, you can create segments and lists for your emails in moments. Groups also allows you to gain insights into giving history and demographics for groups of donors–you select the segments that make sense for your organization.
  • 58. Donor Segmentation | Comprehensive Guide + Tips For Success Segmentation in action
  • 61. Resources ● Donor Segmentation | Comprehensive Guide + Tips For Success ● Email Marketing: Your Fundraising Campaign Starting Point ● Sample Donation Thank You Email Template ● Year-end Toolkit ● State of Nonprofit Marketing Report Want to find out more? Request a demo or Speak to a live person: 1-866-667-4485
  • 62. Thank you for being here today! And thank you for the work you do in your community! Bloomerang Nonprofit Success Webinars